A Moving Logo

Take a look at this logo for a couple seconds, and consider what your response is.  Do you like it?  Do you not like it?  Why?

It would be extremely difficult not to notice something very pronounced about this logo.  It moves!  Can you believe that?

Now, when I first saw this logo in a Brand New post, I thought it was outrageous.  A moving logo?  That walks all over every established archetype of what logos and brand identities have been over the past several decades.  How could SECCA (which is an art gallery in North Carolina) be so audacious as to challenge the very standard of what logo design is?

Then I actually read the Brand New article.

I was pretty shocked to find that it was a very positive review of the logo.  And as I read more and looked at the logo more, I decided that I actually liked it very much.  Yes, it does challenge the established archetype of logo design.  But maybe that's not a bad thing.  Here are a few reasons why I like this logo.

• Color.  The green shades are pleasant, fresh, and modern.  They compliment the font choice well, and they also seem to represnt SECCA's mission as a contemporary art gallery.
• Typography.  The font choice is simple and memorable.  Sometimes, basic sans serif fonts like the ones used on this logo can appear bland or boring, but the designer of this logo really used the simplicity of the font to their advantage.
• Motion.  Even though this was the element that turned me off at first, I've come to really like the motion.  Just like the color and typography, the animated element of the logo is very fresh.  I've never seen a moving logo before.  Also, with the increasing domination of the internet, maybe moving logos are going to become the new trend.  Stationary logos, even though they're the norm and can be very well-designed, are at the most basic level, leftovers from the days when all we had was print design.  Now, websites are seeping into every corner of marketing, and maybe that calls for a new kind of logo.
• Flexibility.  Amazingly, this moving logo actually still looks great when it's forced to be still.  It still retains the fresh, modern, look, and the irregular character spacing makes it all the more interesting.  Check out this picture from the Brand New blog.

So, what are your thoughts on the moving logo?   Or what are your thoughts on my thoughts on the moving logo? :)  I'd love to hear, so comment away!

This post is inspired by the article on Brand New about the SECCA logo design.  That article was written by Clinton Duncan.

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P.S. Don't forget to enter yesterday's Starbucks card giveaway!  Also, you can still ask questions on this post, and I'll answer them in a couple days.